Online video sells games -- of that there is no question. Speaking at the TechCrunch Disrupt conference, Twitch CEO Emmett Shear says that his website "in some ways, is a native advertising unit for video games," Re/code reports. Native advertising, of course, is content placed on website and in print publications that looks like editorial but is, in fact, advertising material. Of late, there have been questions over whether or popular YouTubers have properly disclosed when their content is paid. This was said in response to a question whether the recent acquisition of Twitch by Amazon would turn the site into a hub to sell games via the popular e-commerce site, but it seems like Shear sees the site rather differently to that: "If you change that into a storefront, you destroy a lot of what’s great about Twitch," Shear said. If you're still trying to wrap your head around the concept of online game streaming and YouTubers, Gamasutra has prepared an article to explain the phenomenon.